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BZ Results… Digital Marketing Strategy.

Achieve great results through a comprehensive digital marketing strategy encompassing a great website, technology, people, and process. Key metrics include unique visitor count, conversion rate, appointments set, shown, and sold. Overcome challenges such as buying cycles, customer expectations, and appointment confirmations to boost sales and customer satisfaction.

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BZ Results… Digital Marketing Strategy.

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  1. BZ Results… Digital Marketing Strategy.

  2. Great Website (Technology) +Great People & Process GREAT RESULTS! Key Metrics • Unique visitor count (Marketing - SEM) • Conversion Rate (Website) • Appointments Set (People & Process) • Appointments Show (People & Process) • Appointments Sold (People & Process) Measure cost per vehicle sold!

  3. Process Challenges • Buying cycles range from 1 minute to 1 year • Give a shopper what they want and they may (will) still shop your dealership • We miss the customer (no show) • Buyers didn’t spend 4 hours online to sit through the same old process

  4. Process Challenge #1 Buying Cycles Range from 1 Minute to 1 Year 50% of All Leads Take Over 2 Weeks To Buy Buzz1Buzz2Buzz3 You might have a plan for 1 minute, 1 hour, 1 week but then what?

  5. Process Challenge #1 • Do you have a plan to follow leads for many months? • Does your plan require someone to remember or take the time to do anything? • Have you automated phone emails and phone calls? • Do you deliver the right message at the right time or does your dealership blast emails?

  6. Process Challenge #2 Give a customer what they want and they may (will) still shop your dealership Shoppers ask four questions 80% of the time

  7. Process Challenge #2 • Do you have? • How much is it? • What is my trade worth? • What’s the catch? 86% will buy something different than they asked for What we know in advance we do in advance

  8. Process Challenge #2 3 Step Process • Use benefit request to gain permission to ask questions and take the lead • Explain the process • Answer the question (T.O.) Help the customer find the right vehicle and you will have a happier buyer and more… Role Play, Role Play, Role Play

  9. Process Challenge #3 Where is your customer? Can you believe some people don’t show up for an appointment

  10. Process Challenge #3 Appointment Confirmation • Who? • When? • How? • Why? If you don’t confirm appointments where might your customer buy?

  11. Process Challenge #4 Buyers went online to get something different M.A.D, meeting insures we exceed expectations

  12. Process Challenge #4 M.A.D. Meeting • What is the goal? • Who should attended? • When should they take place? • What happens if we don’t plan?

  13. Process Action Plan • Design an automated process that follows leads for months not days • Practice and prepare to tackle 80% of the questions your customers will ask • Create a process to increase your dealership show ratio • Get started going M.A.D. now

  14. People Challenges • Finding the right number of people • Getting the most out of those people • Finding people

  15. Model A Sales consultant follows lead from start to finish Each consultant has the access to the tools to do the job 80-100 leads per consultant Big Pro: No hang-ups with hand offs Big Con: Consultants put the cart ahead of the horse Model B CRC consultants sell appointments not cars 160-220 leads per CRC team member The team is part of the sales team not separate Big Pro: Dealership can manage every oppurtinity Big Con: Too many cooks spoil the soup People Challenge #1

  16. People Challenge #2 Get the most out of your team • M.A.D. meetings • Concierge in each showroom • Automated reporting Good fences make for bad digital marketing.

  17. The Big Challenge Where do you find good people? What is the definition of insanity?

  18. The Big Challenge Start Close to Home • Internal Customers • Current Customers • Local community To find good people you must first find out what happened to the ones you had

  19. The Big Challenge Measure what you want to manage • Turnover analysis • Exit interview • E.S.I.

  20. People Action Plan • Find a model that works best for your dealership • Utilize accurate reporting to get the dealership leadership involved • Begin to measure your E.S.I and build a local recruiting strategy

  21. Critical Next Steps • Team meeting • Find a S.E.M. partner • Find a website partner • Find a automated ILM partner • Build a suite of multi-media email templates • Hire a training and consulting partner OR • Call BZ Results Today

  22. SEARCH ENGINE MARKETING DIGITAL MARKETING OR Your All-terrain Solution CONSULTANT

  23. Thank You! • For aFREE Research Report • or eCRM Business Plan • Contact: Stephanie Randall • 248-807-3605 • srandall@bzresults.com • www.bzresults.com

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